The document outlines a mobile/digital advertising strategy presented by Bob Bentz to LMC dealers, highlighting the importance of mobile advertising due to increased smartphone ownership and consumption. It emphasizes advanced targeting techniques such as geotargeting and demographic targeting to effectively reach customers, alongside various advertising components like social media and in-app ads. The strategy aims to enhance customer engagement and drive traffic to stores through innovative marketing methods and real-time analytics.

1. Mobile/Digital Advertising Strategy
Presented to: LMC Dealer
Presented by: Bob Bentz
Presented on: October 11, 2017
Relevance Raises Response
REACHING CUSTOMERS ON MOBILE

2. 100 Years of
Information Gathering
1917 - 2017

3. THE IMPACT OF
TECHNOLOGY
IN ONLY
8 YEARS

4. WE SPEND 2x MORE TIME WITH MOBILE THAN RADIO
Data Source: eMarketer 2016

5. 78% of Us Now Own Smartphones
Data Source: Nielsen 2016
SMARTPHONE EXPANSION = POWERFUL ADVERTISING
OPPORTUNITIES

6. THE BIG GAP: MOBILE SPENDING VS. MOBILE CONSUMPTION
When Will Mobile Get Its Fair Share?
% of Time Spent in Media vs. % of Advertising Spending
Data Source: Meeker Report 2016
PRINT RADIO TELEVISION INTERNET MOBILE
Spend

7. BUDGETS MOVING AWAY FROM PRINT, BROADCAST
Marketing Spending Plans for 2016, by Media Type
Data Source: StrongView/Selligent
Marketing Spending for 2016, by Media Type

8. We Specialize In Engaging Your Customers
& Acquiring Their Business - and Loyalty

9. INTRODUCING: THE NEW BUILDER TOOLKIT APP
https://youtu.be/-ytplNaCqnw

10. SOME OF OUR CURRENT CLIENTS IN 2017

11. SOME OF OUR LMC ADVERTISING CUSTOMERS

12. SOME OF OUR BUILDER TOOLKIT APP CUSTOMERS

13. WE WROTE THE BOOK ON MOBILE

14. Mobile/Digital Advertising Strategy

15. MOBILE’S MOST IMPORTANT ADVANTAGE
Pinpoint Targeting
You Only Pay to Reach Your Best Prospects
• Geotargeting
• Geofencing
• Geoconquesting
• Demographics
• Interests
• Email addresses
• Retargeting
• Dayparting
As Opposed to Traditional Media…
Think People, Not Places

16. LASER FOCUSED CUSTOMER TARGETING
GEOTARGETING
• Reach only those
within a 10 mile
radius of your store.
• Gerrymander a
trading area so as
to avoid a natural
barrier such as a
river.

17. LASER FOCUSED CUSTOMER TARGETING
GEOFENCING
• Target only the wealthiest zip codes in your
trading area.
• Target only your immediate downtown area.

18. GEOCONQUESTING
Beat the Big Box Stores…
Target Their Customers
Target customers or pros who have been to a Home
Depot or Lowe’s in the past 30 days.

19. DEMOGRAPHICS
• Sex
• Age
• Income Level
• Home Ownership
• Marital Status
• Children in Home
• Job Type

20. INTEREST TARGETING
Find DIY’ers
• “Remodeling my home now.”
• Watched a video about hanging drywall
• Facebook status update
• Web visits to competing stores or building
information sites

21. EMAIL ADDRESSES
PLATINUM PROSPECTS
One mobile advertising target group will be your email list!

22. RETARGETING
PLATINUM PROSPECTS
Reinforce those visiting your website by targeting
them with your ads.

23. DAYPARTING
Another Mobile Advantage
We can change your creative
in minutes!
Just give us a call!
Right Ad,
Right Place,
Right Time.
• Weather Related
• Special Events

24. YOUR BEST CUSTOMERS
YOUR PROS!
We’ll get them in your store
more often.
• Email Targeting
• Job Targeting
• Geoconquesting competing
stores and
• Job sites
• Retargeting
• Text Message Marketing

25. COMPONENTS OF MOBILE ADVERTISING
Your ads run across
thousands of locally
relevant mobile apps
such as Angry Birds and
eBay. Apps your
customers are using
every day.
IN APP ADVERTISEMENT

26. COMPONENTS OF MOBILE ADVERTISING
MOBILE WEB
ADVERTISEMENT
Your ads run on hundreds of
nationally known apps and
mobile and desktop websites
such as ESPN, Better Homes &
Gardens, Fox News, and CNN.

27. COMPONENTS OF MOBILE ADVERTISING
FACEBOOK
Facebook remains the gorilla in the room when it comes
to mobile/social advertising. “Dark Posts” have a huge
advantage over Boost Posts.

28. COMPONENTS OF MOBILE ADVERTISING
INSTAGRAM
The younger, female skew and
beautiful pictures on Instagram
are ideal for creating interest in
your store with aspirational
imagery.

29. COMPONENTS OF MOBILE ADVERTISING
LANDING PAGE
Tapping on any ad will lead
potential customers to a mobile
landing page, from which they
can get the offer, call, or get
directions to your store.

30. HEAT MAPS & LEAD LIST
Sales Lead
Dashboard
 Manage, Sort, & Track
your leads
 See Results in Real
Time

31. COMPLETE CAMPAIGN IN ACTION
BUILD
ENGAGEMENT
GENERATE
AWARENESS
CREATE A
CUSTOMER
ACCESSIBLE 24/7 IN YOUR OWN
DATABASE CONTROL PANEL BUILT
AND HOSTED BY PURPLEGATOR
BUILT AND HOSTED BY PURPLEGATOR
SERVING ADS TO YOUR EMAIL LIST
SERVING ADS TO YOUR WEBSITE VISITORS
SERVING ADS TO HOME DEPOT’S CUSTOMERS

32. FACEBOOK

33. FACEBOOK CAROUSEL ADS

34. MOBILE NETWORK – IN APP ADVERTISING

35. VIDEO ADVERTISING
If a Picture is Worth a Thousand Words, How
Much is a Video Worth?

36. VIDEO ADVERTISING

37. CASE STUDIES

38. COMPONENTS OF MOBILE ADVERTISING
TEXT MARKETING
The Best Way to Keep in
Touch with your Pros!
• Interactive to opt-in
• Broadcast messaging
• Specials
• Free Offers
• Event InvitesText LUMBER to 84444

39. TEXT MESSAGE PACKAGE
Text Messages Per Month
LMC Negotiated Prices:
Starter: 420 Msgs, 1 Keyword $25 $20
Bronze: 1200 Msgs, 3 Keywords $45 $36
Silver: 2400 Msgs, 4 Keywords $75 $60

40. TEXT MESSAGE MARKETING SWEEPSTAKES!

41. ALL PACKAGES INCLUDE:
• Creative Design
• Landing Page Design & Hosting
• Sales Lead Acquisition Tool
• Daily/Weekly Monitoring
• A-B Testing
• Optimization
• Performance Analysis
• Advertising Media
• Facebook & Instagram
• In-App
• Mobile Web
• Retargeting – visitors, email list
WHAT YOU GET

42. WHAT WE NEED
FOR A SUCCESSFUL PROMOTION:
• Engaging Offer
• Flight Dates
• Budget
• Images
• Co-Op Requirements
• Landing Page or Your Website?
• Authorized Agreement

43. Every day new
companies enter the
mobile ecosphere,
where the pace of
innovation is
exceedingly high.
The process can
become confusing
fast.

44. We live, dream and sleep mobile so you don’t have to.

45. Bob Bentz
Purplegator
bob@purplegator.com
610.254.7191
Purplegator.com